In recent years, the Haojiang District Government has introduced various preferential measures to promote the famous brand strategy and help the "four major families" and various small and medium-sized fish ball workshops open up broader sales markets. Last year, the relevant departments grandly launched a tourist route "Shantou people visit Dahao, which is a feast for the eyes and mouth" and set up a "fish ball street" to vigorously promote Dahao fish balls to tourists. Nowadays, the passenger buses from Tahao to Kowloon, Hong Kong are full of fish balls every day. Tourists use Tahao fish balls as gifts for relatives and friends in Kowloon, Hong Kong or as a must-have for themselves. It is reported that nearly 2 tons of fish balls are shipped to Hong Kong and Macau every day.
Generally speaking, "Dahao Fish Balls" is in the best development period in history. No matter in terms of output, quality, or marketing channels, it is unprecedented. It can be said that in order to achieve leapfrog development—— The necessary conditions have been created to establish an international famous brand. However, we should also be soberly aware that in the process of rapid development of "Dahao Fish Ball", some inherent and deep-seated contradictions have gradually surfaced and become obstacles to development. If they are not eliminated and resolved in time, they will Seriously undermined the strong development momentum of "Dahao Fish Ball". This year, a dispute over the trademark registration of Dahao fish balls has attracted people's attention and thinking.
As we all know, "Dahao fish balls" is a general name for regional food. The Trademark Law clearly stipulates that trademarks cannot be registered in the name of a region above the county level. However, the merger of Haojiang District (Dahao District and Hepu District) was announced on March 13, 2003, and "Dahao" was no longer a county-level organization. On March 26, 2003, Lin Mulong, the owner of the "Didixiang" fish ball shop, applied to the Trademark Office of the State Administration for Industry and Commerce to register the "Dahao Fish Ball" trademark through the Shantou Trademark Office. Make an acceptance decision in accordance with the relevant provisions of the "Trademark Law Implementation Regulations" and issue a registration application acceptance notice (Issue No. ZC3500808SL).
When the news came out, public opinion was in an uproar. Other fishball manufacturers and shops asked the Haojiang District Government to mediate orally or by letter. The reason they held was that the name "Dahao Fishballs" Time-honored brands are local names that are shared by all those who produce and sell similar foods. They must not be taken advantage of by any fish ball manufacturer to take advantage of the zoning adjustment. If this becomes a reality, they will not be able to survive. .
After receiving the situation, the Haojiang District Government quickly formed a coordination team and intervened deeply in coordination to safeguard the overall interests. As of now, there is no final conclusion or settlement opinion on this dispute. But regardless of the outcome, the incident itself has become a case with great reference for us in dealing with the issue of the use of local brand trademark rights. It should be handled properly to benefit the healthy development of the regional food industry. If not handled properly, there will be a chain reaction.
The emergence of this problem is not accidental. It is an exposure of the deep-seated contradictions of "Dahao Fish Balls". In fact, while Dahao Fish Balls have achieved rapid development in the past two decades, they have concealed There are some problems, such as: as of today, there is no scientific quality standard; the competition between manufacturers is abnormal and internal friction is serious; the lag in advertising restricts the establishment of a local famous brand; there is no complete and mature marketing system Means, etc.
If Dahao Fish Balls wants to establish a national and even global famous brand, the above-mentioned problems must be completely solved.